Sports marketing is a specific and one of the most profitabile branches of marketing. Sport as such has a remarkable reach because it is an activity that everyone can access, and it also plays a significant role in connecting people, especially on an emotional level. The development of the Internet and the emergence of social networks were the foundation for the development of sports marketing because of the intensity of the reach of a large number of people. Sports marketing, in terms of business function, is viewed as a concept of demand for sports products and services that are then exchanged in the sports market. On the other hand, sports marketing can be studied as a scientific discipline that uses various scientific methods and tools and knowledge to study procedures and activities that enable the application of marketing in sports for the purpose of progress and development of this specific branch of marketing. Emphasis is also placed on innovative marketing campaigns that enable better sales and branding of sports products and their positioning to meet the wishes and needs of users who are at the heart of all marketing activities. Sports marketing is increasingly used in the Republic of Croatia, but there is always room for progress and improvement, especially when it comes to the digitalization of sports products and services.